The playbook for college sports revenue is expanding from logos and fees to entertainment districts‎

All of this is now standard fare for universities scrambling to keep up in the sprawling and expensive industry that college athletics has become. For the latest year available (2024), the 352 Division I members of the NCAA alone reported generating nearly $20.5 billion in revenue. The problem is that, on average, most Bowl Subdivision athletic departments at the top of the food chain also reported losing money.